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The New Science of Marketing

Creating a marketing plan used to be more art than science. We’d scrabble for a bit of information here and there, crunch some numbers, wet our finger to determine wind direction, and then go with our gut.

Simply brilliant marketing initiative by WestJet...and harbinger for the future of marketing. Find the positive aspects of your brand & culture, push them out there. And people will respond. Fantastic success story and prototype for crowd-sourced brand management

Two Degrees foods CEO Lauren Walters talks about his company and the market it addresses. Two Degrees is a “one-to one” company that makes high quality and great tasting energy bars and provides one meal to a hungry child for every bar sold.

Fashion4Freedom is an independent fashion house founded on the basis of Fair Trade, Ethical Production, Community Development, and Social Justice. All profit goes towards education, community rehabilitation, and skill building for those disenfranchised and under-represented.

Just Good Founder (and newest Brand X Social client) Brian Weinberg discusses his new social business. Just Good is a retail marketplace that provides socially conscious products that don't compromise on quality and style.

Back to the real world after a deep dive into the Opportunity Collaboration, a convening of best and brightest in social impact initiatives, with organizations in both the for-profit and non-profit space attacking issues around poverty, environment, health care, education, etc. etc. A mind-blowing, inspiring, hope-infusing, brain-draining week of meeting super smart and wonderful people. Also the perfect crucible for the true launch of Brand X Social.

Companies are finding ways manage their brand identities through partnerships that tell stories about brand attributes and values. This is the new brand management...getting away from message management, and into influencing the conversation with clear and powerful expression of core values.